Adobe DRM
How companies turn value-added into real profits
The Dollarization Discipline shows organizations and marketers how
to effectively communicate the economic value created by their
products and services. Too often, when companies compete using
conventional sales and marketing approaches, they force customers
to make financial decisions (how much to spend), based on
non-financial arguments (product features and benefits). On this
playing field, the company that can show true financial advantage
in real dollars and cents wins every time. This book offers a
step-by-step strategy for doing just that.
Every day, good companies suffer because they create value for
customers but aren’t able to keep their fair share. This is because
most marketers can’t fully explain the value customers get from
their products, and the argument falls to the lowest common
denominator-price. The solution is an approach to sales and
marketing that goes beyond articulating features and benefits, but
calculates the monetary value a customer receives from a product or
service. This enables the seller to price the product as a true
reflection of its value-and also let’s the seller prove it to the
customer!
With real case studies and detailed, step-by-step guidance on
effective dollarization, The Dollarization Discipline finally
offers a practical, straightforward way for marketers and business
leaders to prove the value of their ‘value-added.’
Jeffrey J. Fox (Gilford, New Hampshire) is the founder and
President of Fox & Company, Inc., a marketing consulting firm.
Fox is also the author of the bestsellers How to Become a CEO, How
to Become a Rainmaker, and How to Become a Great Boss. Richard C.
Gregory (Farmington, Connecticut) is a Senior Consultant with Fox
& Company.
The Dollarization Discipline shows organizations and marketers how
to effectively communicate the economic value created by their
products and services. Too often, when companies compete using
conventional sales and marketing approaches, they force customers
to make financial decisions (how much to spend), based on
non-financial arguments (product features and benefits). On this
playing field, the company that can show true financial advantage
in real dollars and cents wins every time. This book offers a
step-by-step strategy for doing just that.
Every day, good companies suffer because they create value for
customers but aren’t able to keep their fair share. This is because
most marketers can’t fully explain the value customers get from
their products, and the argument falls to the lowest common
denominator-price. The solution is an approach to sales and
marketing that goes beyond articulating features and benefits, but
calculates the monetary value a customer receives from a product or
service. This enables the seller to price the product as a true
reflection of its value-and also let’s the seller prove it to the
customer!
With real case studies and detailed, step-by-step guidance on
effective dollarization, The Dollarization Discipline finally
offers a practical, straightforward way for marketers and business
leaders to prove the value of their ‘value-added.’
Jeffrey J. Fox (Gilford, New Hampshire) is the founder and
President of Fox & Company, Inc., a marketing consulting firm.
Fox is also the author of the bestsellers How to Become a CEO, How
to Become a Rainmaker, and How to Become a Great Boss. Richard C.
Gregory (Farmington, Connecticut) is a Senior Consultant with Fox
& Company.
€25.99
Table of Content
Preface.Introductory Notes.
SECTION 1: INTRODUCTION TO DOLLARIZATION.
Chapter 1. Getting Started with Dollarization.
Chapter 2. Value Is a Number.
Chapter 3. Why Dollarize?
Chapter 4. After the Bubble Burst.
SECTION 2: DOLLARIZATION AND SELLING.
Chapter 5. Dollarization and Selling Your Price.
Chapter 6. Dollarization and Selling Something New.
Chapter 7. Shortening the Sales Cycle.
Chapter 8. Dollarization to Protect and Keep Business.
Chapter 9. Removing Doubt in the Seller’s Mind.
Chapter 10. Dollarization to Get a Prospect’s
Attention.
Chapter 11. Dollarization and Channel Partners.
Chapter 12. Dollarizing and Selling Services.
SECTION 3: DOLLARIZATION AND MARKETING.
Chapter 13. Dollarization and Marketing Communications.
Chapter 14. Pricing New Products.
Chapter 15. Dollarization and Market Segmentation.
Chapter 16. Dollarization in Consumer Marketing.
Chapter 17. Dollarization and the Commodity Myth.
Chapter 18. Dollarization and New Product Direction.
SECTION 4: DOLLARIZATION TECHNIQUES.
Chapter 19. The Mechanics of Dollarization.
Chapter 20. How to Dollarize Any Benefit.
Chapter 21. Developing Dollarization Data.
Chapter 22. Making Dollarization Work with the Customer.
Chapter 23. Constructing the Customer Value File.
Appendix: The Dollarization Doctrine: Ten Rules to Successful
Dollarization.
Notes.
Index.
About the author
JEFFREY J. FOX is the author of the Wall Street Journal and NewYork Times bestseller How to Become a CEO. He is also the founder
and President of Fox & Company, Inc., a management consulting
firm that specializes in marketing strategy development and sales
effectiveness.
RICHARD C. GREGORY is a Senior Consultant with Fox &
Company. He leads Fox’s Dollarization Consulting and Training
practice, which helps clients develop innovative approaches to
articulating and quantifying the value they deliver to their
customers.
Language English ● Format PDF ● Pages 272 ● ISBN 9780471694236 ● File size 2.9 MB ● Publisher John Wiley & Sons ● Published 2004 ● Edition 1 ● Downloadable 24 months ● Currency EUR ● ID 2452113 ● Copy protection Adobe DRM
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